BiHoliday: summer 2026 confirms the growing interest in open-air tourism and the desire for nature and wellbeing

Camping is no longer simply synonymous with an outdoor holiday. The evolution of travellers’ preferences and expectations is transforming the sector, which today goes far beyond simply immersing oneself in nature. Those choosing a camping holiday are in fact looking for a complete experience, capable of combining contact with the environment with wellbeing, social interaction and high-quality services.

BiHoliday, a leading player in the open-air hospitality sector, has captured this transformation by collecting significant data through two privileged observatories: Villaggio San Francesco in Caorle (Venice) and BiVillage in Fažana (in the photo), Istria, both properties managed by the group.

It is precisely this evolution in travellers’ expectations that inspired  BiHoliday‘s 2026-2027 “Back to Yourself” campaign, which interprets the holiday as a journey of reconnection with oneself, transforming the open-air stay into an experience of personal wellbeing before it becomes simply a travel destination.

Emerging trends: pet-friendly and active holidays

Certainly, contact with nature continues to be one of the main attractions of outdoor holidays for families and couples, the target groups that together account for 78% of the customer base (43% families with children and 35% couples).

Alongside this well-established trend, however, pet-friendly tourism and the demand for active holidays are also growing: guests increasingly want to dedicate more time to themselves, enjoy greater freedom, embrace slower rhythms and spend their holiday together with their pets.

Not surprisingly, travellers accompanied by a pet now represent more than 18% of guests, almost one in five, while 46% choose camping also to take part in sports, fitness, water activities or other outdoor pursuits, which are increasingly becoming an integral part of the holiday experience.

An increasingly international tourism market

The analysis of visitor flows also confirms the strong international appeal of open-air tourism, with the increasingly important role played by Central European markets.

At Villaggio San Francesco, the Italian market remains in first place, accounting for 36% of arrivals, closely followed by Germany (31%) and Austria (13%): together, these three markets represent more than four out of five guests.

At BiVillage in Croatia, the international component is predominant, with Germany leading (42%), followed by Italy (14%), the Netherlands, Slovenia and Austria, as well as visitors from Poland, the Czech Republic, Croatia and Denmark.